Marketing Tools in E-Commerce

Authors

  • Yuri Anatolievich Savinov Russian Foreign Trade Academy
  • Lyubov` Arkadyevna Strizhkova Russian Foreign Trade Academy
  • Evgenija Vadimovna Taranovskaja Russian Foreign Trade Academy
  • Anna Vasilyevna Skurova Moscow State Institute of International Relations (University) MFA Russia

DOI:

https://doi.org/10.24412.2072-8042-2021-2-57-65

Keywords:

e-commerce, B2B sales, retail sales, customer service tools, sales growth, stable customer groups, omnichannel commerce, bonuses to buyers

Abstract

The authors consider the development and adaptation of marketing tools to boost sales of the goods distributed via B2B (business-to-business) and B2C (business-to-consumer) e-commerce channels. Special attention is paid to the product diversification factors in the face of growing demand and to the customer service tools to increase domestic and international sales. In this regard, the authors identify the tools that facilitate market segmentation and sales growth, in particular granting various bonuses and discounts to buyers.

Author Biographies

Yuri Anatolievich Savinov, Russian Foreign Trade Academy

Doctor of Economic Sciences, Professor
Place of work, post: Russian Foreign Trade Academy (119285, Moscow, Vorob’evskoe shosse, 6A), Department of international trade and foreign trade of RF - Professor

Lyubov` Arkadyevna Strizhkova, Russian Foreign Trade Academy

Doctor of Economic Sciences, Senior Researcher
Place of work, post: Russian Foreign Trade Academy (119285, Moscow, Vorob’evskoe shosse, 6A), Head of the Centre, Institute of Macroeconomics research

Evgenija Vadimovna Taranovskaja, Russian Foreign Trade Academy

Candidate of Technical Sciences, Associate Professor
Place of work, post: Russian Foreign Trade Academy, Department of finance and monetary relations Professor

Anna Vasilyevna Skurova, Moscow State Institute of International Relations (University) MFA Russia

Candidate of Economic Sciences
Place of work, post: Moscow State Institute of International Relations (University) MFA Russia (Vernadskogo prospekt, 76, Moscow, 119454), Senior Lecturer

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Published

2024-01-28

How to Cite

Savinov, Y. A., Strizhkova, L. . . A., Taranovskaja, E. V., & Skurova, A. V. (2024). Marketing Tools in E-Commerce. Russian Foreign Economic Journal, (2), 57–65. https://doi.org/10.24412.2072-8042-2021-2-57-65

Issue

No. 2 (2021)

Section

Foreign trade activity